In the consumer market, brand image is an intangible asset of a company, representing consumers' perception and trust in the product. However, recently, the old Fengxiang brand has attracted widespread attention and questions due to the incident of cleaning the bracelet and rubbing off the logo.
Lao Fengxiang is a jewelry brand with a history of 100 years, which has won the trust of consumers with its exquisite craftsmanship and high-quality service. However, some consumers have recently reported that after sending the bracelet to Lao Fengxiang for cleaning, the original clear logo has become blurry or even disappeared completely. This incident has aroused widespread concern and questions from consumers, and has had a great impact on the image of the Lao Fengxiang brand.
In response to this matter, Lao Fengxiang said that they cleaned in strict accordance with the professional process and would not deliberately rub off the logo. They believe that the wear and tear of the logo may be due to natural wear and tear caused by prolonged wear and use. However, this explanation has not been accepted by consumers. Consumers believe that even if it is natural wear and tear, as a professional jewelry brand, Lao Fengxiang should provide more professional care and maintenance services to ensure the long-term maintenance of the brand image.
In fact, this incident is not unique. In recent years, more and more consumers have reported that their logos have been rubbed off when cleaning jewelry. This phenomenon is not only happening in the Lao Feng Xiang brand, but also involving other jewelry brands. This has led to a decrease in consumer trust in the brand and even a question about the professionalism and integrity of the jewelry industry as a whole.
So, why is this happening? On the one hand, with the increasing demand of consumers for jewelry cleaning and maintenance, more and more cleaning service providers have emerged in the market. However, the quality of service provided by these providers is uneven, and some unscrupulous merchants deliberately rub off their logos by improper means in order to seek profits, resulting in damage to their brand image. On the other hand, some jewelry brands use excessive chemicals or polishing in the production process to achieve an aesthetic effect, making the logo more susceptible to wear and tear or damage.
In response to this problem, we believe that enterprises should start to improve from the following aspects:
1.Strengthen quality control: Jewellery brands should strengthen the quality supervision of cleaning service providers to ensure that they use professional cleaning techniques and maintenance methods to avoid unnecessary damage to jewellery. At the same time, enterprises should also establish a sound after-sales service system to solve the problems of consumers in the cleaning and maintenance process in a timely manner.
2.Raise consumer awareness: When choosing cleaning services, consumers should choose reputable brands or merchants, and avoid choosing unlicensed or low-quality merchants. At the same time, consumers should also pay attention to protecting their rights and interests, understand the possible risks in the cleaning and maintenance process, and keep the relevant documents to protect their rights.
3.Strengthen industry self-discipline: The jewelry industry should strengthen industry self-discipline, formulate more stringent industry standards and technical specifications, and improve the quality level of cleaning and maintenance services. At the same time, industry associations should also strengthen communication and coordination with the best departments, increase the punishment of violations of laws and regulations, and maintain the good image of the industry.
To sum up, Lao Fengxiang's cleaning bracelet and rubbing off the logo incident is not only a case, but also a problem faced by the entire jewelry industry. Enterprises, consumers and industry associations need to work together to strengthen quality supervision, improve consumer awareness, and strengthen industry self-discipline. Only in this way can we ensure the sustainable development of the jewelry industry and safeguard the legitimate rights and interests of consumers and brand image.